The pitch was called in May. The agencies involved in the pitch were not revealed by Singapore Customs.
Bates will be tasked to develop a through-the-line campaign against contraband cigarettes, which will include TV, print, activation and online, targeted primarily at students, young adults and the elderly.
“Past campaigns have raised general awareness about the penalties of dealing in duty-unpaid cigarettes,” said John Ng, managing director at Bates Singapore.
“In 2012, we will partner with Singapore Customs to engage the various segments of the population on the issue so that this awareness will translate into community action in helping reinforce the message to further stem such illegal activities.”
Work handled by bates Singapore includes Asia's Next Top Model, Buavita, Club Med, Motul, Singapore Polytechnic and Walt Disney Studios Motion Pictures (Singapore).
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